Under the deal, Nielsen will provide Google in-depth information on the habits of people watching particular TV programmes, including gender, marital status and income, which Google will use for its Google TV Ads system to identify audiences most likely to be interested in particular products.
The agreement with Nielsen, which already has long standing data provider deals with a host of TV advertisers, will allow Google to access more services that can target TV ads with the same success rate as it has been able to achieve for its search operations.
Google currently handles in the region of 1bn daily search requests worldwide, enabling it to garner large amounts of information about its users, but will now be using Nielsen's services to gain a similar insight into the TV ad market.
Google has been providing TV ads for around 14m users of EchoStar Communication Corp and Astound Broadband cable service since May for set-top boxes, allowing it to register when ads were watched and for how long.
The agreement with Nielsen will now enable Google to determine what type of people are watching ads at any given moment.
Terrie Brennan, senior vice president of new business development at Nielsen, said: "For our agencies and advertisers, a key concern for them is the accountability of advertising. This is an opportunity to bring more advertisers to the television medium from the online space."
Keval Desai, product management director at Google TV Ads, told Reuters: "Based on early feedback, we are quite optimistic this will scale very quickly. If you offer television and even mobile ads through the same user interface, the friction is quite low in terms of starting to use that very quickly."
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